Why Colour Matters

Colour plays a powerful role in branding. It’s not just about looks. It’s psychological. Every shade carries emotional and cultural meaning. These associations shape how people see your brand. Whether you’re creating a new identity or refreshing an old one, understanding colour psychology helps you choose a palette that resonates, communicates values, and cuts through the noise.

What Colours Say

Take blue. It suggests trust, calmness, and professionalism. That’s why tech firms and banks love it. Facebook and PayPal use blue to build credibility and security. Red is different. It signals passion, urgency, and energy. Coca-Cola and Netflix lean into it to spark excitement and strong emotional ties.

Green is about balance, nature, and wellness. Starbucks  use it to reflect freshness and sustainability. Yellow conveys warmth and optimism. McDonald’s and Snapchat choose it to feel playful and approachable. Purple suggests luxury and creativity, making it perfect for Cadbury. Black and white, whether separate or combined, are timeless, seen in Chanel and Apple’s sophisticated simplicity.

Finding Your Palette

Start with your brand’s personality. Do you want to feel bold and high-energy? Or calm and dependable? Bright, saturated colours like orange and yellow suit playful brands. Muted blues, purples, and greys fit more professional identities. Once your core values are clear, colour becomes the tool that reinforces them.

Know Your Audience

Cultural and demographic differences matter. White means purity in Western countries, but mourning in some Eastern cultures. A palette that excites one audience may overwhelm another. Research is essential.

The Colour Wheel Advantage

The colour wheel is a practical guide. Complementary colours, opposites on the wheel, offer contrast and impact. They’re great for logos and calls to action. Analogous colours, those side by side, give harmony and flow. Triadic palettes, spaced evenly around the wheel, balance contrast with cohesion. These principles ensure your colours work together, not against each other.

Contrast and Accessibility

Visibility is vital. Your palette must be legible on screen, in print, and in physical spaces. High-contrast choices, like dark text on light backgrounds, improve readability for everyone, including those with visual impairments. Tools like the Web Content Accessibility Guidelines (WCAG) help make sure your design is both beautiful and inclusive.

Breaking the Rules

Rules can be bent. Some of the most memorable brands succeed by doing the unexpected. Oatly, for example, uses muted, earthy tones that contrast with the bright palettes of typical food companies. Breaking convention can work if it’s strategic, not just for novelty. Even unconventional palettes follow principles of harmony, contrast, and clarity.

The Big Picture

Colour is more than style. It’s a tool that shapes how people feel about your business. The right palette can boost recognition, build emotional bonds, and influence buying decisions. Define your brand personality. Research your audience. Follow colour theory. Prioritise clarity and accessibility. Then, when the time is right, dare to break the mould.

Putting Colour to Work

At LaserLines, we use colour to tell stories, build trust, and spark emotion. Curious to see how? Explore our case studies. You’ll see how strategic palettes have transformed brands—making them more memorable, impactful, and authentic.